Paris 2024: How Detail and Symbolism Redefined Olympic Branding.
A Different Approach to Olympic Identity
On March 4, 2024, the Paris Games unveiled their official Olympic and Paralympic posters at the Musée d’Orsay. Unlike the minimalist visuals that have dominated recent global events, the Paris identity embraced richness and density. Illustrator Ugo Gattoni worked for six months and over 2,000 hours to create a diptych that featured more than 40,000 characters woven into a seamless visual narrative. The decision signaled a departure from stripped-down design and demonstrated how detail, symbolism, and cultural specificity can carry as much power as simplicity.
Building a Cultural World, Not Just a Poster
The two posters tell a layered story. Olympic and Paralympic symbols appear alongside Parisian landmarks, mascots, and over forty sports, from breaking and skateboarding to surfing. The effect is a panoramic “city-stadium” where culture and sport coexist. Instead of focusing on a single image or slogan, the design invited audiences to explore, to discover new details on repeat viewing, and to feel part of something larger than the Games themselves. This immersion turned static imagery into a living artifact, strengthening anticipation and ownership among fans before a single medal was awarded.
Why It Resonated
The Paris 2024 identity worked because it was anchored in three elements. First, it tied sport directly to the fabric of the city, reinforcing the idea that the Games belonged not just to athletes but to Paris itself. Second, it placed Olympic and Paralympic stories side by side, signaling parity and inclusivity in a way most campaigns still treat as separate. Third, the density of detail rewarded audiences with discovery, creating shareability online and keeping the posters in circulation long after launch. These decisions elevated the campaign from design to strategy: the posters became conversation pieces, not just advertisements.
Lessons for Brands
The Paris 2024 approach highlights principles that extend beyond sport:
Detail sustains attention. Minimalist design may win at first glance, but layered storytelling keeps audiences engaged.
Symbolism builds recognition. Cultural icons, local cues, and heritage markers give visuals depth that global audiences remember.
Integration matters. By aligning Olympic and Paralympic imagery, Paris avoided fragmentation and presented a unified vision.
Design can drive equity. The posters did more than decorate; they positioned Paris 2024 as inclusive, distinctive, and culturally grounded.
Bottom Line
Paris 2024 demonstrated that Olympic branding can go beyond slogans and stripped-down logos. By investing in detail and symbolism, the organizers created visuals that generated cultural anticipation, digital shareability, and a sense of ownership across audiences. For brands outside sport, the lesson is clear: design choices are not aesthetic afterthoughts, they are strategic levers that can turn campaigns into cultural events and identity into equity.
